CAJ | 학술논문

理性诉求是广告中常用的一种诉求方法，这种方式通过在广告中阐述产品带给消费者的具体利益或产品的优点好处来劝服消费者购买产品。在理性诉求广告中常用的说服方法有实证式、比较式、问题解决式、原理阐述式、效果展现式。每种说服方法都有各自的说服特点和说服模式。理性诉求广告通过各种说服方法的运用增加了广告的可信性和吸引力。
이성소구시엄고중상용적일충소구방법，저충방식통과재엄고중천술산품대급소비자적구체이익혹산품적우점호처래권복소비자구매산품。재이성소구엄고중상용적설복방법유실증식、비교식、문제해결식、원리천술식、효과전현식。매충설복방법도유각자적설복특점화설복모식。이성소구엄고통과각충설복방법적운용증가료엄고적가신성화흡인력。
Rational appeal is a commonly used method of advertising .In this way ,advertisement will e-laborate the advantages of product to persuade consumers to buy the product .The common persuasion methods of rational advertisement are empirical model ,comparison ,problem solving model ,principle ex-pounding model and product effect showing model .Each persuasion method has its characteristics and model .T he use of persuasion method in rational advertisement adds its credibility and appeal .